Don’t just make an announcement. Make news.
Having news isn’t the same as having a story. A successful press release captures attention, sparks interest and gives journalists a reason to keep reading.
The first person who reads your press release isn’t your customer. It’s a busy journalist with a crowded inbox and a deadline to meet. Your job is to make them stop, take notice and want to know more.
Journalists need to understand quickly what your story is, why it matters and why their audience should care. A strong press release brings the story to life and provides the vital information needed to turn your message into something they want to share with their readers, listeners or viewers.
Drawing on our deep understanding of the media landscape, Cannon PR will take your ideas, identify the strongest angle and shape them into compelling, media-ready stories stories that capture journalists’ attention and ultimately generate media coverage where it matters most.
Not all news is created equal
Not every announcement starts with a ready-made story.
A new product, partnership, appointment or achievement may be important to your organisation, but the challenge is identifying what makes it interesting and relevant to others.
The strongest stories are not always the biggest announcements — they are the ones that explain why something matters, what makes it different and why it deserves attention.
Drawing on our understanding of the media landscape, Cannon PR will help you develop your ideas, identify the strongest angle and shape them into media-ready stories that capture journalists’ attention, secure targeted media coverage and reach your target audiences.
Writing for the media
Press release writing is a specialist form of communication. It needs to be clear, concise and engaging from the very first word, while providing journalists with the information they need to quickly understand the story and why it matters.
A common mistake is treating a press release like marketing copy. A press release isn’t an advert; it’s a story designed to interest journalists and their audiences. Media coverage cannot be bought — it has to be earned.
Cannon PR combines your specialist sector knowledge with our understanding of what makes news. Every press release we create is written with the media in mind. Carefully crafted headlines are supported by engaging introductions and tailored content designed to meet the needs of regional, national and industry-specific media outlets.
Beyond words
Making the most of a media opportunity generated by a well-written press release means giving journalists everything they need to develop the story.
Supporting materials such as photography, case studies or supporting research can make the difference between a story that resonates and one that never makes it beyond a journalist’s inbox.
Cannon PR can help you prepare for every stage of the media process — from sourcing high-quality photography and creating supporting materials to preparing key messages and supporting spokespeople ahead of interviews.
We’ll help you understand what journalists need, provide advice on presenting your organisation effectively and arrange professional, media-friendly photography where required. When interview opportunities arise, the preparation and support we provide will help you feel confident, prepared and ready to tell your story.
A fresh perspective
You may already have the key information, the announcement and the story you want to tell — but a fresh perspective can help ensure your press release is as effective as possible.
Cannon PR can review, edit and strengthen existing press releases, helping refine the structure, sharpen the messaging and identify opportunities to make the story more relevant to journalists and their audiences.
Once your press release is ready, Cannon PR can also support with targeted distribution, using our media knowledge and industry connections to identify the journalists and publications most likely to be interested in your story. Rather than sending releases indiscriminately, we focus on reaching the right contacts with the right message, helping maximise the opportunity for meaningful media coverage.
Whether you need a final review, a complete rewrite or end-to-end support, we’ll provide the editorial insight and media understanding needed to help your press release make the strongest possible impression.
The art of media distribution
Writing a great press release is only the beginning. To generate coverage, your story needs to reach the journalists and publications most relevant to your audience.
Cannon PR combines strong media connections with an in-depth understanding of how newsrooms work. We’ll identify the journalists, publications and platforms most likely to be interested in your story, using targeted media outreach rather than relying on blanket distribution.
We don’t believe in simply sending press releases and hoping for the best. Effective media relations is about building the right connections, understanding what journalists need and presenting stories in a way that gives them a reason to take notice.
Whether you are targeting regional, national, trade or specialist media, Cannon PR can help put your story in front of the right people and maximise the opportunity for coverage.
Flexible PR support when you need it
Not every organisation needs ongoing PR support. Sometimes you need expert help with a specific announcement, campaign or opportunity.
Through our Pay As You Go PR service, Cannon PR provides flexible access to professional media relations support without the commitment of a long-term arrangement.
If you need more regular media support, our press office services provide ongoing access to PR expertise, helping you manage media enquiries, identify opportunities and maintain a consistent presence in the media.
Whether you need help developing an idea, writing or refining a press release, preparing for media interest or getting your story in front of the right journalists, we can provide the expertise you need, exactly when you need it.